Capri
Capri is a mobile app tailored to creatives who seek never-before-seen fashion and to those who design it. Connects buyers and sellers of custom designs. Concept for master’s thesis.
overview
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product
A mobile application designed to connect young creatives with custom fashion creators. It provides a platform where users can discover, purchase, and collaborate with designers on unique, sustainable, and personalized clothing and accessories. By focusing on storytelling and identity, Capri aims to give young people more control over their fashion choices.
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Users
The users guided the design decisions, ensuring that the product met the needs of both thrifters and customizers who are looking for personalized fashion experiences.
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Problem
Young creatives, eager to express their individuality through fashion, are often dissatisfied with the limited options in mainstream retail.
They desire unique pieces that allow them to stand out and reflect their personal style.
Traditional shopping experiences, including online and in-store retail, lack the personalization and creative freedom these users seek.
Capri was created to fill this gap by connecting creatives with fashion designers who can produce one-of-a-kind, customizable pieces.
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Solution
Discover & Collaborate — Creatives can browse, purchase, and collaborate with designers on custom fashion items.
Follow Creators — Users can follow their favorite creators, view design progress, and explore new collections.
Search by Custom Categories — Categories like "Youtique," "Handmade," "Upcycled," and "Customized" help users find items that match their unique preferences.
Track Custom Orders — Users can follow the production journey of their custom items, from concept to delivery.
process
Research & discovery
Competitive Analysis
Evaluate competitors in the in-flight Wi-Fi space to identify gaps in their user experience, particularly around purchase flow and customer service.
Secondary Research
Analyze industry leaders like Netflix and Amazon for their approach to plan selections, checkout flows, and customer care experiences. Noted how their landing pages are optimized for ease of navigation, how they handle seamless cart functionality, and their clear service messaging.
Content Audit
Review existing content from Gogo, identifying areas for clarity, consistency, and improvement in communication (pricing options, plan details, service limitations).
feature planning
Plan Options on Landing Page
Inspired by Netflix’s subscription tiers, develop a clean, visual hierarchy of Wi-Fi plans that allows users to easily compare options (1-hour, all-day, monthly). Use visual cues like hover states or expanding cards.
Checkout & Payment Process Borrow from Amazon’s frictionless one-click checkout, simplifying the process by allowing users to save details for future purchases and providing a clear, minimal checkout page.
Customer Care Integration Incorporate always-visible customer care options like live chat and FAQ, drawing on Amazon’s embedded support channels.
design & development
Wireframes & Prototypes
The design went through multiple iterations, focusing on a seamless user experience. Wireframes were created to outline the primary user flow, allowing users to easily browse creators, customize products, and complete purchases.
I incorporated features like:
Standardized Sizing: To avoid fit issues, users can input exact measurements for a precise fit.
Verified Sustainability: Creators can showcase their sustainable practices, helping users make environmentally conscious choices.
Creator Collaborations: Users can collaborate with creators on custom designs, bringing their vision to life.
Feedback & Iteration
Internal Stakeholder Feedback
Rather than user testing, gather feedback from internal teams like marketing, engineering, and customer support to ensure the design aligns with business goals, technical constraints, and customer service priorities.
Usability Heuristics
Conduct heuristic evaluations to ensure the design adheres to UX principles such as visibility of system status, user control, and consistency.
insights
Custom Search Categories
Creatives can easily navigate niche fashion categories like "Youtique" or "Upcycled," ensuring their search for unique pieces is streamlined. The intuitive categorization supports a personalized discovery process.
Product Tags
Tags such as #handmade and #sustainable offer immediate, clear information about a product’s uniqueness. This feature enhances the decision-making process by making product attributes visible at a glance.
Standardized Sizing
Standardized sizing simplifies the purchasing process, ensuring that users get a perfect fit for custom orders. This feature reduces friction, increasing satisfaction by minimizing returns or adjustments.
Verified sustainability
Capri emphasizes ethical fashion by highlighting creators who meet sustainability standards. Users can confidently support eco-friendly designers, building trust in both the app and the creators.
Creator collaborations
A standout feature, this allows users to engage with designers directly, submitting custom requests or working on collaborative pieces. This offers a tailored experience, empowering users to co-create their fashion.
Social media
Video stories and polls make the app more interactive, creating a sense of community. Users can track the progress of their custom designs, feel connected to creators, and engage with others, building long-term loyalty and retention.
outcomes
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Engagement & Success
Happiness: Initial user testing revealed high satisfaction with the ability to follow and collaborate with creators. Users felt a strong emotional connection with their custom pieces.
Engagement: Creatives spent more time exploring creators’ profiles and products, especially with the ability to track custom orders. Social media-like elements, such as video stories, kept users engaged.
Adoption: New users were able to navigate the app and discover creators quickly, thanks to the intuitive category system and search functionality. The easy-to-use flow for customizing products encouraged more first-time users to make purchases.
Retention: Users returned to the platform to follow up on ongoing customizations and explore new creators, leading to a higher retention rate, particularly among younger creatives who enjoyed the social aspects.
Task Success: Users successfully completed custom clothing orders without confusion or difficulty. The streamlined order tracking process allowed them to feel in control of their purchases, resulting in a positive experience.
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project Reflections
Capri successfully filled a gap in the fashion market by giving young creatives the freedom to collaborate on custom clothing and express their individuality. The project was guided by user research, and the final design reflects the desires of its target audience. Through thoughtful design, I was able to create a platform that is both user-friendly and deeply personal, offering a seamless experience for both creatives and creators.